COMPARATIVE ANALYSIS OF THE PRESENCE OF THE MAJOR SOCIAL MEDIA PLATFORMS FOR PR IN MACEDONIAN AND TURKISH FOOTBALL CLUBS

With the emergence of social media platforms, due to the opportunities they offer, public relations represent an important link in the successful management of every sports club. To investigate the presence of the maјоr social media platforms Facebook, Instagram and Tik Tok in this research, the profiles of 30 football clubs competing in the First Macedonian Football League and the First Turkish Football Super League in the 2022/23 season were analyzed. In order for the data source to be objective, we applied the following research methods: observation method, analysis method, comparative analysis and synthesis method. After analyzing, we came to the conclusion that: Macedonian football clubs dominate the social media platforms Facebook and Instagram with their presence, while only one club uses the Tik Tok social network in its public relations strategy, which shows us that the Macedonian clubs do not follow the trends of the emergence of new social media platforms, i.e. that they are present on those platforms that have been around for a long time and are in decline. While this is not the case for football clubs from the First Turkish Super League. There, in addition to the presence on the social media platforms Instagram and Facebook, a large presence and monitoring of trends is observed on the Tik Tok social media platform, which represents a big difference in the successful management of public relations through social media platforms, between football clubs from the first leagues from Macedonia and Turkiye.